“UGC商业性微电影”在品牌传播中的应用研究

发布时间：2018-06-29 05:42

本文选题：UGC模式 + 商业性微电影　；参考：《湖南师范大学》2014年硕士论文

【摘要】：当下,商业性微电影已成为微电影市场的主流,其商业属性既为微电影带来了盈利模式,也使其一步步沦为包装华丽但缺乏实质性内容的广告短片。而UGC模式(User Generated Content,用户创造内容)是互联网用户的一种行为习惯,它的出现让商业性微电影获得了突破瓶颈的契机。这二者的结合催生了时下最热门的微电影形态——由普通互联网用户制作的“UGC商业性微电影”。本研究首先详细梳理UGC模式和商业性微电影的性质与特征,并对“UGC商业性微电影”进行清晰界定,发现其兼具“用户制作”与“商业性质”两种特征,通过将品牌信息软性植入视频内容来获取经济报酬,从而促发新视频内容的生产。其次,在品牌传播中,“UGC商业性微电影”能从品牌品质传播、品牌个性传播、品牌社会价值、品牌地位象征四种维度发挥作用。其一,“UGC商业性微电影”较短的制作周期与较简单的制作方式能帮助品牌定制专属的微电影作品,在影片中全方位展示产品的功能,帮助受众获得品牌体验感,进而影响品牌的品质传播；其二,“UGC商业性微电影”创意为王的特征能有效塑造品牌个性,其定制化的制作方式能将品牌理念很好地融进微电影作品中；其三,“UGC商业性微电影”将品牌价值的传递提升至新高度,通过极具感染力的故事情节,将品牌正面的社会价值传达给普罗大众；其四,“UGC商业性微电影”能帮助品牌树立良好的社会形象,建立与消费者沟通互动的渠道,影响品牌社会地位的打造。再次,笔者以“5W传播模式”作为分析工具,对“UGC商业性微电影”的两大类别——品牌引导自由用户制作模式与视频网站联合用户制作模式进行研究,前者以品牌或企业为推手来策动微电影作品创作,吸引网络用户参与制作带有品牌印记的微电影作品；后者指视频网站通过集合站内热门视频制作者,生产具有商业投资价值的微电影作品。这两种传播模式在品牌传播的五个维度：品牌信息制传者、品牌信息接收者、品牌信息传播内容、品牌信息传播媒介以及品牌信息传播效果中,均有不同的应用方式,并会影响到品牌的品质传播、个性传播、社会价值传播与地位象征传播。最后,本研究认为,尽管“UGC商业性微电影”能充分调动互联网用户的积极性,让其参与到品牌广告制作与传播的过程中,实现双向甚至多级传播。该类型微电影作品也存在三大风险：首先,品牌要找到与之气质相契合的创作者有一定的难度,往往难以保证视频的生产水准；其次,“UGC商业性微电影”中的品牌元素与创意经常难以平衡；再次,病毒传播效果难以控制,对不少品牌来说这也是一把“双刃剑”。因此,品牌广告主在利用“UGC商业性微电影”进行品牌传播时需要寻找适合的视频制作者,给予视频制作者充分的创意空间,帮助其最大限度地实现“UGC商业性微电影”的娱乐性,并借助视频制作者的力量,创造与消费者互动的契机,合力实现传播效果的最大化。
[Abstract]:At present, commercial microfilm has become the mainstream of the microfilm market. Its commercial properties not only bring a profit model for microfilms, but also make it an ad short film which is packed but lacking substantial content. And the UGC model (User Generated Content, user creation content) is a behavior habit of Internet users, its appearance Commercial microfilms have got the chance to break through the bottlenecks. The combination of the two has spawned the most popular microfilm form - "UGC commercial microfilm" produced by ordinary Internet users.
This study first details the nature and characteristics of UGC model and commercial microfilm, and clearly defines "UGC commercial microfilm", and finds that it has two characteristics of "user production" and "commercial nature". It can obtain economic reward by implanting brand information soft into the video content, thus promoting the production of new video content. Secondly, in brand communication, "UGC commercial microfilm" can play a role from the four dimensions of brand quality transmission, brand personality transmission, brand social value, brand status symbol. The first, "UGC commercial microfilm" shorter production cycle and simpler production methods can help brand customized micro film works, in the film Display the function of the product in a full range, help the audience gain the brand experience, and then influence the brand quality transmission; secondly, the "UGC commercial microfilm" is the king's feature to effectively shape the brand personality, its customized production way can blend the brand concept well into the micro film works; thirdly, "UGC commercial microfilm" The transfer of brand value to the new height, through the highly infectious storyline, to convey the positive social value of the brand to the general public. Fourth, "UGC commercial micro film" can help the brand to establish a good social image, establish a channel for communication and interaction with consumers, influence the building of brand social status. Again, the author The "5W communication mode" is used as an analysis tool to study the two categories of "UGC commercial microfilm" - the mode of brand guided free user production and the joint user production model of video website. The former uses brand or enterprise as a push to create micro film works, and attracts Internet users to make brand imprint. Film works; the latter means that video websites produce micro film works with commercial investment value through a popular video producer in a collection station. These two modes of communication are five dimensions of brand communication: brand information maker, brand information receiver, brand information dissemination content, brand information media and brand information dissemination efficiency. In the fruit, there are different ways of application, which will affect the brand quality transmission, personality transmission, social value communication and status symbol communication. Finally, this study believes that although "UGC commercial microfilm" can fully mobilize the enthusiasm of Internet users and make them participate in the process of brand advertising production and dissemination, it can realize two-way even in the process of brand advertising. There are three risks in this type of microfilm. First, it is difficult for the brand to find the Creator with the temperament, and it is often difficult to ensure the production level of the video. Secondly, the brand elements in the "UGC commercial micro film" are often difficult to balance the brand elements and creativity; again, the virus transmission effect is difficult to control, It is also a "double-edged sword" for many brands. Therefore, brand advertisers need to find suitable video producers in the use of "UGC commercial microfilm", give full creative space for video producers, help them to maximize the entertainment of "UGC commercial microfilm", and use video system. The power of the author, creating an opportunity to interact with consumers, will help to maximize the effectiveness of communication.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J905

【参考文献】